All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Representations of Gender and Age in Television Commercials: A Content Analysis
Unformatted Document Text:  Gender & Age in Commercials 2 Abstract The present content analysis of prime time television commercials investigated the intersection of gender and age across a random sample of 2,880 commercials. In total, 2,315 speaking characters were assessed. The goal of the study was twofold. While updating the literature on the depictions of women in television commercials, this examination additionally aimed to provide insight into the quality and frequency of these characterizations across all age ranges. Findings suggest that males continue to outnumber their female counterparts, with the quality and diversity of these roles favoring males. Moreover, girls and senior age women tend to fare worst in terms of traditional stereotyping.

Authors: Mastro, Dana. and Stern, Susannah.
first   previous   Page 2 of 28   next   last



background image
Gender & Age in Commercials
2
Abstract

The present content analysis of prime time television commercials investigated the intersection of gender
and age across a random sample of 2,880 commercials. In total, 2,315 speaking characters were assessed.
The goal of the study was twofold. While updating the literature on the depictions of women in television
commercials, this examination additionally aimed to provide insight into the quality and frequency of
these characterizations across all age ranges. Findings suggest that males continue to outnumber their
female counterparts, with the quality and diversity of these roles favoring males. Moreover, girls and
senior age women tend to fare worst in terms of traditional stereotyping.


Convention
All Academic Convention can solve the abstract management needs for any association's annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 2 of 28   next   last

©2012 All Academic, Inc.